Like Media Mix Modeling, Multi-Touch Attribution (MTA) solves a disproportionate credit crisis, isolated to the digital ecosystem. All too often, Search Engine Marketing is the last touchpoint in a consumer’s digital journey. And that last touchpoint appears on the surface to be very, very efficient.
Multi-touch attribution solves that bias by using a math model to properly credit upper funnel digital units (display, video, audio), which primarily serve to raise awareness and purchase intent. Without MTA, the last click before conversion gets too much credit.
We work with our clients to determine which attribution or modeling solution best suits their business objectives.
Number Conversions Channel Groupings Drove
Channels & Their Frequency As Relates To Conversion